PROJECT REPORT:

ON
”Consumer Satisfaction in after Sales Service of Suzuki”

Submitted to:
(LJ Institute of Management Studies)
IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION (BBA)
(Semester VI of 5 Years Integrated MBA
(IMBA)

Under
Gujarat Technological University

UNDER THE GUIDANCE OF:

Dr. Richa Mandan
(Asst. Prof.)
Submitted by:
SHAIKH NIDAL RAFAQAT HUSAIN
Enrollment No.:167290585045
IMBA – SEMESTER VI

GUJARAT TECHNOLOGICAL UNIVERSITY

Ahmedabad
May 2019

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 PREFACE

The Summer Project program is the integral part of IMBA curriculum

during the course of management. The researcher is expected to use and apply
their academic knowledge and gain a valuable insight to the market analysis for
satisfying the customers after sales services with its entire environment and its
operational complexities. The research offers a valuable opportunity to the
researcher to meet their academic knowledge to the real world situation. I have
undertaken the topic to study about the consumer’s satisfaction in the details, as
the result of that I came out with the project title ”Consumer Satisfaction for
after sales service of Suzuki”. In this report I have put my finest efforts to
compile the data with utmost accuracy and hope this report will give complete
satisfaction regarding the various aspects of marketing.

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 Acknowledgement

The final outcome of this project required a lot of guidance and assistance

from many people and I am extremely fortunate to have them all along before &

after the completion of my project work. Whatever I have done is only due to

such guidance and assistance and I will not forget to thank them.

I am grateful to my mentor Dr. Richa Mandan (Asst. Prof.) for her valuable
support and supervision. I am also thankful to my class mentor Parita Thakkar
(Asst. Prof.) for guiding me and providing us for such knowledge.

I respect and thank Dean of LJ IMBA Nikita Macquin and Director Dr. Viral

Shah Sir, for providing me all support and guidance which made me complete

the project on time. I am extremely grateful to them for providing such a nice

support and guidance instead of their busy schedules.

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 DECLARATION

I, Shaikh Nidal Rafaqat Husain, hereby declare that the report for Project
entitled ”Consumer Satisfaction for after sales service of Suzuki” is a result
of my own work and my indebtedness to other work publications, references, if
any, have been duly acknowledged.

Place: (Signature)

Date: (Name of Student)

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 TABLE OF CONTENTS
Preface
Acknowledgement
Declaration
Executive Summary

SR.NO. PARTICULARS PAGE NOS.

PART – 1 GENERAL INFORMATION

1 About the Industry

World Market
Indian Market
Scenario about particular industry in Gujarat
Growth of the industry in India & Gujarat
2 About Major Companies in the Industry

3 Product Profile (Major Products)

PART – II PRIMARY STUDY

4 Introduction of the Study

4.1 Literature Review
4.2 Background of the Study
4.3 Problem Statement and Importance of the Study
4.4 Objectives of the Study
5 Research Methodology
5.1 Research Design
5.2 Source/s of Data
5.3 Data Collection Method
5.4 Population
5.5 Sampling Method
5.6 Sampling Frame
5.7 Date Collection Instrument
6 Data Analysis and Interpretation

7 Results and Findings

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8 Limitations of the Study

9 Conclusion/Suggestions

Sample Questions

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 LIST OF TABLES*/GRAPHS*/DIAGRAMS*

SR.NO. PARTICULARS TABLE NOS. PAGE NOS.

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 Part 1
GENERAL INFORMATION

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 Chapter – 1
About the Industry

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Introduction

The turn of the twentieth century witnessed the dawning of the automobile
industry. Tinkering by bicycle, motorcycle, buggy, and machinery entrepreneurs
in Europe and the United States led to the first prototypes of automobiles in the
late nineteenth century. French woodworking machinery makers Rene Panhard
and Emile Levassor built their first car in 1890 with an engine designed in
Germany by Gottlieb Daimler and Wilhelm Maybach. Armand Peugeot, a French
bicycle maker, licensed the same engine and sold his first four lightweight cars in
1891. German machinist Carl Benz followed the next year with his four-wheeled
car and in 1893 Charles and Frank Duryea built the first gasoline-powered car in
the United States. Ransom Olds is credited as the first mass producer of
gasoline-powered automobiles in the United States, making 425 “Curved Dash
Olds” in 1901. The first gasoline-powered Japanese car was made in 1907 by
Komanosuke Uchiyama, but it was not until 1914 that Mitsubishi mass-produced
cars in Japan.

Each region in the triad—North America, Europe, and Asia—has made

significant contributions to process, product, and organization throughout the
twentieth century. These innovations together have shaped the competitive
structure of the automotive industry that exists today. The organization of
production inputs—such as labor and suppliers of components and materials—as
well as the configuration of distribution channels are also important dimensions of
the growth and evolution of the industry. Furthermore, various forces outside the
industry shape industry structure and strategies: trade flows; regional and
international movement of capital; regional and global policies on trade,
environmental regulation, and intellectual property, particularly in emerging
economies; and the infusion of information technology throughout the
procurement, production, and distribution systems.

The automotive industry is dynamic and vast, accounting for

approximately one in ten jobs in industrialized countries. Developing countries
often look to their local automotive sector for economic growth opportunities,
particularly because of the vast linkages that the auto industry has to other
sectors of their economy.

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 The automotive industry is a wide range of companies and organizations
involved in the design, development, manufacturing, marketing, and selling of
motor vehicles. It is one of the world's largest economic sectors by revenue. The
automotive industry does not include industries dedicated to the maintenance of
automobiles following delivery to the end-user, such as automobile repair shops
and motor fuel filling stations.

The word automotive is from the Greek autos (self), and Latin motivus (of
motion) to refer to any form of self-powered vehicle. This term, as proposed by
Elmer Sperry (1860-1930), first came into use with reference to automobiles in
1898.

HISTORY

The automotive industry began in the 1860s with hundreds of

manufacturers that pioneered the horseless carriage. For many decades, the
United States led the world in total automobile production. In 1929, before the
Great Depression, the world had 32,028,500 automobiles in use, and the U.S.
automobile industry produced over 90% of them. At that time the U.S. had one
car per 4.87 persons.[4] After World War II, the U.S. produced about 75 percent
of world's auto production. In 1980, the U.S. was overtaken by Japan and then
became world's leader again in 1994. In 2006, Japan narrowly passed the U.S. in
production and held this rank until 2009, when China took the top spot with 13.8
million units. With 19.3 million units manufactured in 2012, China almost doubled
the U.S. production, with 10.3 million units, while Japan was in third place with
9.9 million units.[5] From 1970 (140 models) over 1998 (260 models) to 2012
(684 models), the number of automobile models in the U.S. has grown
exponentially.

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MECHANIZATION OF AUTO PRODUCTION

Mechanization of auto production has also been transformed over the past
ecentury, led by the need for faster and lower-cost production on the supply side
of the industry. Ford’s mass-production system relied on standardized designs to
enable the construction of assembly plants that were fully automated and utilized
interchangeable auto parts. In its heyday, between 1908 and 1920, Ford
streamlined the assembly process to the point where it took just over an hour and
a half to produce one car. Setting the industry standard for production enabled
Ford to take the lead in market share, but it also led to a complacent mindset that
hindered innovation. In the 1920s General Motors improved on Ford’s assembly
line process by introducing flexibility into the production system, enabling faster
changeovers from one model to the next.

However, it took half a century after Ford stopped mass producing Model
T’s in 1927 for another production paradigm to emerge as the standard in the
global automotive industry. Toyota’s lean production system—which had its
beginnings in 1953—drove productivity to new heights by replacing the “push”
system with a “pull” system. Instead of producing mass quantities of vehicles and
pushing them through to dealerships to sell to customers or hold as inventories,
the lean system pulled vehicles through the production process based on
immediate demand, minimizing inventories at suppliers, assemblers, and
dealerships. Just-in-time production also gave a larger responsibility for product
design, quality, and delivery to assembly workers and suppliers than did the
mass-production system. Suppliers were not vertically integrated into auto
assembler operations, but rather networked to the assemblers via long-term
contracts. This total system of cost-minimization and responsiveness to customer
demands revolutionized auto manufacturing on a global scale, although the
model has been adapted to regional conditions.

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 Product innovation in the automotive industry has mainly been a response
to customer demands, although product positioning is a critical strategic variable
for automakers. Ever since General Motors began producing different types of
vehicles for different product segments, thereby ending the reign of Ford’s low-
price, monochromatic Model T, the ability to vary products on several dimensions
has been the main strategic variable of auto producers. U.S. automakers have
mainly been responsive to customers’ desires for comfort, speed, and safety, and
have developed rugged drive trains, plush suspensions and interiors, and stylish
chassis and bodies. In contrast, European auto producers have focused their
attentions on performance and agility features of vehicles, such as steel-belted
radial tires, disc brakes, fuel injection, and turbo diesel engines. For Japanese
producers, the miniaturization culture and the scarcity of fuel, materials, and
space largely determine the specifications of cars.

Organizational innovations have also occurred over the past century. In

concert with the introduction of mass production techniques came the vertical
organization of production processes. Auto assemblers internalized the
production of critical components in an effort to minimize transaction costs
associated with late deliveries and products that were not produced to exact
specifications. For example, the share of components purchased from outside
suppliers relative to the wholesale price of an American car dropped from 55
percent in 1922 to 26 percent in 1926. During the Great Depression, this
propensity to internalize production eased, with suppliers gaining independence
and importance in the replacement parts market. Automakers found that a highly
vertical organizational structure did not permit the flexibility in operations
necessary for product innovation. In the 1930s, Ford’s vertically integrated and
centrally controlled organizational structure gave way to the multidivisional
organizational structure that was implemented by Alfred Sloan at General Motors
Corporation (GM). Sloan’s decentralized configuration of GM fostered an
independent environment for the development, production, and sales of a wide
variety of vehicles. With the lean production revolution came to the introduction of
organizational reform referred to as the extended enterprise system.

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 Although Japanese auto manufacturers established and diffused efficient
mechanisms of supply chain management throughout the industry, Chryr
Corporation is credited with successfully implementing these innovations in the
American slevenue.

STAGES IN AUTOMOBILE INDUSTRY:

(1) Craft production (1890-1908), in which dozens of small enterprises vied to

establish a standard product and process;

(2) Mass production (1908-1973), precipitated by Henry Ford’s moving assembly

lines, which became the standard operating mechanism of the industry; and

(3) Lean production (1973–present), which was initially developed at Toyota

under the leadership of Taichi Ohno during the 1950s, and which introduced a
revolutionary management process of product-development and production.

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 GLOBAL MARKET

The automotive industry is a wide range of companies and organizations

involved in the design, development, manufacturing, marketing, and selling of
motor vehicles. It is one of the world's largest economic sectors by revenue.

Automotive manufacturers: Manufacturers face high pressure from global

competition: Geographical diversification, innovative model launches and
operating cost adjustments remain a key strategy to protect profitability and fund
the R&D spending, capex, M&A and partnerships needed to address the
transformation of the industry. Automotive Suppliers: suppliers most often post
higher revenue growth and profitability compared to manufacturers. The market’s
transition is to increase (tech) content per car and opportunities but to reduce
drastically the need for some components (i.e. diesel).

Around the world, there were about 806 million cars and light trucks on the
road in 2007, consuming over 980 billion liters (980,000,000 m3) of gasoline and
diesel fuel yearly. The automobile is a primary mode of transportation for many
developed economies. The Detroit branch of Boston Consulting Group predicts
that, by 2014, one-third of world demand will be in the four BRIC markets (Brazil,
Russia, India and China). Meanwhile, in the developed countries, the automotive
industry has slowed down. It is also expected that this trend will continue,
especially as the younger generations of people (in highly urbanized countries)
no longer want to own a car anymore, and prefer other modes of transport. Other
potentially powerful automotive markets are Iran and Indonesia. Emerging auto
markets already buy more cars than established markets. According to a J.D.
Power study, emerging markets accounted for 51 percent of the global light-
vehicle sales in 2010. The study, performed in 2010 expected this trend to
accelerate. However, more recent reports (2012) confirmed the opposite; namely
that the automotive industry was slowing down even in BRIC countries. In the
United States, vehicle sales peaked in 2000, at 17.8 million units.

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STATISTICS & FACTS ON THE GLOBAL AUTOMOTIVE INDUSTRY:

Global sales of passenger cars are forecast to hit 78.6 million vehicles in
2017. Along with China, the United States is counted among the largest
automobile markets worldwide, both in terms of production and sales. About 6.9
million passenger cars were sold to U.S. customers in 2016, and around four
million cars were produced here in the same year. The United States became a
key automotive market in the early 1900s, when Ford introduced assembly line
car production to mass-manufacture its Model T. Today, the Ford Motor
Company still ranks among the leading manufacturers of passenger cars, its
most popular passenger car model currently being the Ford Focus, which was
also one of 2016’s best selling light vehicles worldwide. In terms of revenue,
Toyota, Volkswagen, and Daimler topped the list of major automobile makers in
2016, while the automotive supplier industry was dominated by Bosch,
Continental, Denso and Magna.

Prompted by global initiatives, such as the Paris Agreement, several countries

around the globe are enacting stricter emissions controls on new vehicle models.
As such, automakers are beginning to expand their business into the electric
mobility sector. Germany is expected to lead the way with projected electric car
production to reach some 1.3 million units by 2021.

Over the next decade, Internet-connected car technologies and autonomous

vehicles are set to stir up yet another revolution in the automotive sector. In
2016, some 40 percent of U.S. respondents stated that they were willing to use
fully autonomous vehicles, presumably because they consider autonomous
vehicles to be safer than conventional cars. The global market for autonomous
driving hardware components is expected to grow from 400 million U.S. dollars in
2015 to 40 billion U.S. dollars in 2030.

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Largest automobile markets worldwide between January and December
2018, based on new car registrations (in 1,000s):

new car registrations (in 1,000s)

new car registrations (in 1,000s)

China 23,256.30

United States 17,215.20

EU-28 15,158.90

Japan 4,391.20

India 3,394.70

Brazil 2,475.40

Russia 1,800.60

The graph shows the largest automobile markets worldwide between

January and December 2018, based on new car registrations. About 3.4 million
new cars were registered in India between January and December 2018.

Globally, China is the largest automobile market, both in terms of demand

and supply. In 2017, China produced almost 25 million passenger cars and
around four million commercial vehicles. China is expected to also drive demand
in the automotive market, with close to 35 million expected vehicle sales in 2020.
Given the country's population level, the potential for China’s automobile market
is enormous. There will be an estimated 200 million vehicles on Chinese roads
by 2020, but less than one car for every five individuals. In the United States,
there were about 829 motor vehicles per 1,000 inhabitants in 2015.

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 In 2018, Toyota was ranked as the automobile brand with the highest
brand value. Toyota vehicles are manufactured by the Toyota Motor Corporation.
The Japanese multinational carmaker is the second largest automobile
manufacturer in the world. In recent years, India and Brazil have emerged as
important automotive markets, but have failed to impress in 2016. At the same
time, the European Union made an unexpected comeback, with around 15
million new car registrations between January and December 2017.

Number of cars sold worldwide from 1990 to 2019 (in million units):

Global car sales in million

Global car sales in million

77.3 79 78.7 78.7

54.9

39.2

1990-1999 2000-2015 2016 2017 2018 2019

This statistic represents the number of cars sold worldwide from 1990
through 2017. Additionally, it presents an estimated figure for 2018 and a
forecast for 2019. Some 79 million automobiles are expected to be sold by the
end 2019.

Along with a recovering automotive industry in the UK, Germany, Sweden,

Poland and other European Union member states, it is forecast that increased
demand for cars from customers in Asia will successfully offset tepid growth
figures in South Korea and Japan, and help automobile manufacturers sell close

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to 80 million vehicles by the end of 2019, up from an average of less than 55
million units in the years between 2000 and 2015.

In light of a state that could be dubbed 'peak car' in developed markets,

carmakers are particularly keen on tapping into the growing affluence of Asian
markets to increase worldwide car sales, where passenger vehicle sales have
doubled over the past seven years. Between 2008 and 2016, car sales were on
the rise in Indonesia and India; in China, vehicle sales have quadrupled to a
staggering 28.9 million vehicles in 2017. Not only is the country Asia’s main
producer of automobiles, but it has also emerged as the number one producer of
light vehicles.

Chinese joint ventures and leading manufacturers like General Motors or

Volkswagen were among the leading passenger car manufacturers in China. It is
expected that automakers will undertake unprecedented investment programs to
grow their businesses not only in China and India, but also in other emerging
ASEAN markets. That said, there will likely be a growth saturation curve in all of
these markets.

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 AUTOMOBILE INDUSTRY IN INDIA

With the ever burgeoning middle class in India and rising incomes, the
demand for automobiles in the country is on the rise. With almost all major
players vying for the pie in the market, it is becoming a buyer’s market
Companies have worked over-time to ensure that their product is best in the
category and have concentrated heavily on the product. One aspect that has
been ignored here is that when the sale is made, it is not just the product. They
also sell service. With ever increasing competition and limited innovations on the
product end, companies are now forced to consider the service aspect of their
offering and focus more on adding value to the customer by providing superior
service. The type of service could be pre or post sales. Pre sales service consists
of Car Demo, Test Drive, Loan disbursement scheme etc. The Post or more
popularly known as “After-Sales” service consists of regular maintenance and
check-ups for the vehicle. Companies generally provide warranty support which
is either limited by duration or the mileage the project aims to find out the
satisfaction levels of consumers towards the service that is being offered to them
in post-sales category. The study does not aim to compare services of different
companies thereby declaring a winner, but it tries to bring out the common
factors which companies lack in and need to improve upon in order to provide
better customer service thereby leading to better customer retention and finally
higher revenues.

Driving the most luxurious car has been made possible by the stiff
competition in the automobile industry in India, with overseas players gathering
the same momentum as the domestic participants.

Every other day, we have been hearing about some new launches, some
low cost cars - all customized in a manner such that the common man is not left
behind. In 2009, the automobile industry is expected to see a growth rate of
around 9%, with the disclaimer that the auto industry in India has been hit badly
by the ongoing global financial crisis.

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 The automobile industry in India happens to be the ninth largest in the
world. Following Japan, South Korea and Thailand, in 2009, India emerged as
the fourth largest exporter of automobiles. Several Indian automobile
manufacturers have spread their operations globally as well, asking for more
investments in the Indian automobile sector by the MNCs.

Potential of the Automobile industry in 2008, Hyundai Motors alone

exported 240,000 cars made in India. Nissan Motors plans to export 250,000
vehicles manufactured in its India plant by 2011. Similar plans are for General
Motors.

Advantage for Automobile Industry in India:

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Indian Automobile Industry SWOT Analysis:

Strengths

 Domestic Market is large

 Government provides monetary assistance for manufacturing units
 Reduced Labor cost

Weaknesses

 Infrastructural setbacks
 Low productivity
 Too many taxes levied by government increase the cost of production
 Low investments in Research and Development

Opportunities

 Reduction in Excise duty

 Rural demand is rising
 Income level is at a constant increase

Threats

 Increasing rates of interest

 Too much competition
 Rising cost of raw materials

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Location of Major Automobile Industries (Manufacturing units):

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Growth of Automobile industry in India:

The global automotive industry is moving to a new epoch and it is likely to

become as powerful as having a potential to change the power poles. With
electrification catching up fast, the world’s economy may change from being an
oil-driven to lithium, cobalt, etc.

With the growing dominance of autonomous and connected vehicles,

along with new technology companies making ways into the automobile industry
will lead to new era of regulations and challenges. We are likely to see a
completely new form of mobility coming soon.

China, the largest EV and automobile market in the world, is obviously on

the advantageous position. The country also has the fourth-largest cobalt reserve
and houses one of the highest reserves of lithium in the world.

The automobile sector has attracted FDI worth $18.41 bn during April
2000 to December 2017. Thus, China has all the reasons to retain the crown of
overall largest auto market in future too. However, in-order to further grow the
auto manufacturers in China will have to venture out as the local market has
seen a fatigue in demand of late.

The other countries like Argentina, China, Brazil and Chile will have high
reserves of new age crucial raw material to their advantage.

The sector has attracted FDI worth $18.41 billion during April 2000 to Dec
2017. While the traditional giants in the automotive space like Germany, Japan,
the US and France will have their larger dominance in technology. However, this
is also to be seen how long the influence will sustain as the unconventional
players debuting in the sector.

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 It is certain that no country can afford to ignore the automobile sector,
which is globally worth over $2.4 trillion and one of the substantial contributors to
the GDP of many nations.

India has some great advantages in the changing automotive landscape

but it has to overcome some serious challenges too. The country falls extremely
behind in the lithium and cobalt reserves. It needs to speed up in securing
lithium. What is rather detrimental is that it levies highest 28 per cent Goods and
Service Tax (GST) on import of this crucial item.

Argentina recently showed interest in helping India in providing lithium but

we have not made any progress towards collaborating with any country so far.
The other important raw material is cobalt and its reserve is also extremely low,
limited only in Nagaland, Jharkhand and Orissa.

What differentiates India from the developed nations is its strong emerging
market. With increasing disposable income at the hands of world’s youngest
population, India is going to have one of the fastest growing automobile markets.

It is certain that no country can afford to ignore the auto sector, which is
globally worth over $2.4 trillion. Hence, the ageing population in the developed
nations, under-penetrated market and comparatively young populace in the
developing economies will set up the new goals and strategies for countries and
automotive industry.

With an average age of 29 years, India is one of the youngest nations and
according to International Monetary Fund; the country is poised to become the
world’s fifth-largest economy this year.

In 2017, the Indian passenger vehicle market has achieved a new feat by
moving up to the fourth position in the world in terms of volume, beating
Germany. It is expected to become the third-largest by 2020, thus to become a
cynosure in the eyes of global automotive industry.

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 India’s auto industry has a potential to generate up to $300 billion in
annual revenue by 2026, creating 65 million additional jobs and contributing over
12 per cent to India’s Gross Domestic Product.

The sector is expected to remain in the robust growth horizon over the
next decade with volume growth in the region of 6-8 per cent a year.

The country also has a strong thriving automotive component industry with
revenues of over $43.5 billion, including exports in the excess of $11 billion in
FY17, recording a CAGR of over 7 per cent.

Today, India is one of the most important markets for various overseas
automakers, which includes largest market for Suzuki Corporation as it gets over
50 per cent of its business share from here. For Honda, India is one of the
biggest markets in two-wheeler space, while for cars also it contributes
substantially.

The other most favorable part for India is increasing software content in
the automobiles. India is emerging as one of the largest exporters of connected
and software solutions for automobiles. A number of manufacturers are setting
up their backend for research and development to support their global markets
for this.

The Indian automobile industry is highly supported by factors such as

availability of skilled labor at low cost and low-cost steel production.

India’s auto industry has a potential to generate up to $300 billion in

annual revenue by 2026, creating 65 mn additional jobs and contributing over
12% to GDP. The Indian automotive aftermarket is estimated to grow at around
10-15 per cent to reach $16.5 billion by 2021, from around $7 billion in 2016. The
sector has attracted Foreign Direct Investment (FDI) worth $18.41 billion during
April 2000 to December 2017.

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 However, we cannot ignore the perils that the Indian auto makers may
face to the changing environment. The Indian auto manufacturers, especially the
component makers are going to suffer for their lack of focus on in-house R&D.
So far they have been working under technical alliances or joint ventures.

Some foreign companies have already snapped their ties with Indian
partners and have started operations independently. Indian government
encourages foreign investment in the automobile sector by allowing 100 per cent
FDI under the automatic route.

While Indian component makers are mostly not allowed to access the
overseas markets as their foreign partners command them.

However, India also offers to be a strong supplier’s base and makes a

great sense for international auto companies to leverage it for their global
sourcing. India is also leapfrogging to advanced emission and safety norms that
will make it more compatible and level playing field for the foreign automakers.

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 Chapter 2

About Major Companies in Industry

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Tata Motors:

Tata Motors is the largest automobile manufacturing companies in India.

Established way back in 1945 Tata Motors is a multinational automobile
company with its headquarters in Mumbai. Previously known as Telco TATA
Engineering and Locomotive Company Tata Motors belongs to Tata Group. This
company manufactures compact medium sized utility vehicles. Over the last few
decades it has stood as the undisputed leader in the commercial vehicles
segment. It is also the third largest producer of passenger cars in India. This
automobile company in India is listed on both the Bombay Stock Exchange and
the New York Stock Exchange. The revenues earned by Tata Morts in 2010
accounted to $20.572 billion. Some of the well known cars manufactured by Tata
Motors are: Tata Indigo, Tata Indica, Tata Sumo Tata Indigo Marina and Tata
safari.

Hindustan Motors Limited:

Hindustan Motors Limited was founded in the year 1942 by B.M Birla. It is
an operative subsidy of the Birla Technical Services group. This company held
the title of the biggest manufacturer of cars in India before Maruti Udyog.
Hindustan Motors was the pioneer in manufacturing automobiles in India. The
company accounted for a sales turnover of Rs 150.66 crore in 2010. Some of the
important cars and multi utility vehicles manufactured by Hindustan Motors
Limited include; Mitsubishi Lancer, Trekker, Contessa, Ambassador, Porter,
Pushpak and the Mitsubishi.

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Ashoke Leyland:

Ashoke Leyland is a leading commercial vehicle manufacturer in India. It

was established in 1948. The company over the years has become synonymous
with the production of trucks, passenger buses and emergency military vehicles.
It happens to be the second largest commercial vehicle producer in India holding
a market share of almost 30 percent. The company holds a record for selling
almost 60, 000 vehicles and almost 7000 engines per years. Ashok Leyland
accounted for consolidated revenues of US$ 1.4 billion in 2009. Some of the
popular products by this company are; Panther BS-II Muti-axle Vehicles, Cheetah
Bus-III, Tractors and Ecomet, Lynx BS-II, Diesel and Natural Gas gensets from
15KVA to 250KVA.

Hyundai Motor India Limited:

Hyundai Motor India Limited (HMIL) is owned entirely by Hyundai Motors

of South Korea. Hyundai Motors happens to be the largest car manufacturer in
South Korea and the sixth largest in the world. This automobile company in India
is also the largest passenger cars exporter in India. Established on May 6 1996
this company in a short span of time has taken the Indian automobile industry by
storm. Some of the popular cars manufactured by this company are; Santro,
Getz Prime, Hyundai i10, Hyundai i20 Accent and the Verna and Sonata

Bajaj Auto:

Bajaj Auto is another important automobile manufacturing company in

India. It is one of the India's most trusted car manufacturers. It is an operative
subsidy of the Bajaj Group. Bajaj Auto happens to be the largest two and three
wheeler manufacturer in India and also ranks in this field across the globe. This
automobile company was established on 2 November 1945. The company was
then known as M/s Bachraj Trading Corporation Private Limited. The company
made a modest beginning by importing and then selling two and three wheelers

32
in India. Today Bajaj Auto has become synonymous with two and three wheelers
in the country. Some of its popular two wheelers are; Pulsar 220DTS and
Kawasaki Ninja 250R.

Maruti Suzuki India Limited:

Maruti Suzuki India Limited was established in 1981. A part of this

company is owned by Suzuki Motor Corporation of Japan. It is the country's
largest passenger car manufacturing company. Credited for having brought in the
automobile revolution in the country Maruti Suzuki India Limited was known as
Maruti Udyog Limited till 2007. With its headquarters in Delhi this automobile
company in India happens to be the largest producer and market share holder of
cars. The company accounted for consolidated revenues of US$4.8 billion in
2010. Maruti Suzuki India Limited is credited for manufactures a variety of
passenger cars SUVs, and Sedans. Some of Maruti's most popular cars are:
Alto, Gypsy, Omni, Wagon R, Maruti 800, Versa, Zen, Esteem, Baleno and Swift.

33
Fig: Carmakers’ Market Share in India (FY 2017-18)

34
SEGMENTATION OF MARKET SHARE OF AUTOMOBILE
INDUSTRY IN INDIA:

Passenger Vehicle
Commercial Vehicle
Three wheelers
Two wheelers

 Passenger Vehicle: 15.96%

 Commercial Vehicle: 3.95%
 Three wheelers: 3.60%
 Two wheelers: 76.49%

Market Size:

Domestic automobile production increased at 7.08 per cent CAGR

between FY13-18 with 29.07 million vehicles manufactured in the country in
FY18. During April-November 2018, automobile production increased 12.53 per
cent year-on-year to reach 21.95 million vehicle units.

Overall domestic automobiles sales increased at 7.01 per cent CAGR

between FY13-18 with 24.97 million vehicles getting sold in FY18. During April-
November 2018, highest year-on-year growth in domestic sales among all the
categories was recorded in commercial vehicles at 31.49 per cent followed by
25.16 per cent year-on-year growth in the sales of three-wheelers.

35
 Premium motorbike sales in India crossed one million units in FY18. .
During January-September 2018, BMW registered a growth of 11 per cent year-
on-year in its sales in India at 7,915 units. Mercedes Benz ranked first in sales
satisfaction in the luxury vehicles segment according to J D Power 2018 India
sales satisfaction index (luxury).

Sales of electric two-wheelers are estimated to have crossed 55,000

vehicles in 2017-18.

Investments:

In order to keep up with the growing demand, several auto makers have
started investing heavily in various segments of the industry during the last few
months. The industry has attracted Foreign Direct Investment (FDI) worth US$
19.29 billion during the period April 2000 to June 2018, according to data
released by Department of Industrial Policy and Promotion (DIPP).

Some of the recent/planned investments and developments in the

automobile sector in India are as follows:

 Ashok Leyland has planned a capital expenditure of Rs 1,000 crore

(US$ 155.20 million) to launch 20-25 new models across various
commercial vehicle categories in 2018-19.
 Hyundai is planning to invest US$ 1 billion in India by 2020. SAIC
Motor has also announced to invest US$ 310 million in India.
 Mercedes Benz has increased the manufacturing capacity of its
Chakan Plant to 20,000 units per year, highest for any luxury car
manufacturing in India.
 As of October 2018, Honda Motors Company is planning to set up
its third factory in India for launching hybrid and electric vehicles
with the cost of Rs 9,200 crore (US$ 1.31 billion), its largest
investment in India so far.

36
GOVERNMENT INITIATIVES:

The Government of India encourages foreign investment in the automobile sector

and allows 100 per cent FDI under the automatic route. Government Introduced
Different Initiatives like Make in India, Automotive Mission Plan (2026), National
Mission for Electric Mobility (2020).

Some of the recent initiatives taken by the Government of India are -

 The government aims to develop India as a global manufacturing centre

and an R&D hub.
 Under NATRiP, the Government of India is planning to set up R&D
centers at a total cost of US$ 388.5 million to enable the industry to be on
par with global standards
 The Ministry of Heavy Industries, Government of India has shortlisted 11
cities in the country for introduction of electric vehicles (EVs) in their public
transport systems under the FAME (Faster Adoption and Manufacturing of
(Hybrid) and Electric Vehicles in India) scheme. The government will also
set up incubation centre for start-ups working in electric vehicles space.:

37
Market Size:

Number of Automobiles Produced (in mn):

29.07

25.33
23.36 24.02
20.65 21.5

FY13 FY14 FY15 FY16 FY17 FY18

AS we observe in the above chart that the number of produced

automobiles are increased year by year. Where in the year 2013 the number of
produced automobiles was 20.65 million whereas in year 2018 it was increased
up to 29.07, which means increase from 2013 to 2018 is 8.42 million
automobiles.

38
Number of Automobiles Sold (in mn):

24.97

21.86
19.72 20.47
17.79 18.42

FY13 FY14 FY15 FY16 FY17 FY18

AS we observe in the above chart that the number of sold automobiles are
increased year by year. Where in the year 2013 the number of sold automobiles
was 17.79 million whereas in year 2018 it was increased up to 24.97, which
means increase from 2013 to 2018 is 7.18 million automobiles.

39
Sector Composition

Share of Each Segment in Total Production Volume (FY18):

Passenger Vehicle Commercial Vehicle Three Wheeler Two Wheeler

Here, Share of each segment in Total Production Volume for FY18 for
Two Wheeler was maximum with 81%, and for passenger Vehicle was 13% and
for Three and Two Wheeler are the same with 3%.

40
Key Trends

Sales of Luxury Vehicles (1000 units in 2017-2018):

1000

40
Cars Bikes

As we observe in the above chart that sale of the luxury vehicle in 2017-
2018 for car was 40 Thousands whereas, for Bike was 10 Lakhs.

41
Number of Automobiles Exported from India (mn):

4
3.8
3.6 3.5
3.1
2.9

FY13 FY14 FY15 FY16 FY17 FY18

As shown in the above chart the exported automobiles from india was
increased and decreased in different years. Like in FY13 it was 2.9mn, FY14 was
3.1mn, FY15 was 3.6mn, FY16 was 3.8mn, FY17 was 3.5mn and in FY18 was
4mn. As compare to before year was lesser then FY18.

42
 AUTOMOBILE INDUSTRY IN GUJARAT

Fig: Automobile industry in Gujarat

Gujarat - Competitive Advantage:

 The Government of Gujarat is following a cluster development approach

and strengthening emerging clusters that will attract further industrial
investments.
 Gujarat already has a sound automotive clusters comprising of auto
components and ancillaries manufacturing facilities. Most of the developed
auto-clusters are near Rajkot and Ahmadabad.
 By 2020, Gujarat aims to achieve 10% of Indian engineering output for
auto and auto component.

43
Different Automobile Plants in Gujarat:

Dolatporda VR Motors Passenger & Commercial vehicles

Halol SAIC Motors India Passenger vehicles

Sanand Tata Motors Passenger vehicles

Hansalpur,
SUZUKI MOTORS Passenger vehicles
Bahuchraji

Bhuj Asia Motor Works AMW Commercial vehicles modification

Sanand ford motors Passenger vehicles

Honda Motorcycle and

Vithalapur Manufacturer Of Two Wheelers
Scooter India PVT. LTD

 Gujarat is emerging as a key investment destination for the major auto

players. It is one of the leading states in owning vehicles with 14.4 million
total vehicles in FY12. The state is set to become the country's automotive
hub within the next few years.
 Gujarat government plans to increase the share of automotive industries
in its overall engineering output to 10% by 2020, from the current 3.7%.
 Gujarat expects to surpass the production capacity of top car
manufacturing states like Haryana, Maharashtra and Tamil Nadu, with an

44
 installed capacity to roll out 10 lakh units annually within the next 3-4
years.
 In addition, as many as 350 ancillary units are expected to come up in
Sanand - Mandal Becharaji region over the next three years. This is
expected to attract an investment of around INR as 10,000 -15,000 crore
in the coming decade.
 Incremental manpower requirement in Gujarat for the manufacturing of
engineering goods is expected to be 53,580 during 2017-22.

Growth of Automobile industry in Gujarat:

1) Growth in automobile sales: In India, the passenger vehicles are expected

to increase at a CAGR of 18%, two- and three-wheelers at a CAGR of 8%
and commercial vehicles at a CAGR of 19%, during 2014-2021. It is
estimated that total electric vehicles sales would amount to 6-7 Million
units by 2020.

2) Favorable government policies: GoI has launched several policies to

support the growth of the auto industry such as Automotive Mission Plan
(AMP) 2016–26, the constitution of NATRiP, National Mission for Electric
Mobility 2020, etc. The AMP envisages four-fold growth by FY26., with the
Indian auto sector generating up to INR 19.2 trillion in annual revenue by
2026, creating around 65 million additional jobs and contributing to more
than 12% to India’s GDP.

3) India emerging as a global R&D hub: Currently, there are 30 private

automotive R&D centres in India. Other private players, such as Hyundai,
Suzuki, GM, are also keen to set up R&D base in India due to a strong
education base and comparative cost advantages.

45
4) Setting up of new engineering/ auto facilities in Gujarat:Gujarat
government is planning to set up three clusters for precision engineering
companies at Sanand, Halol and Hansalpur. In addition, Suzuki is setting
up a manufacturing facility near Bechraji, with an investment of INR 18500
Crore. The company expects to generate direct employment for over
2,000 people while the ancillary units in the vicinity and a supplier park will
generate additional employment. 5 Focus on skill development in
engineering clusters At present there are more than 15 engineering
clusters and new ones are emerging at Sanand-Viramgam, Mandal-
Becharaji, Halol-Savli, Anjar and Santhalpur. With these, there is
considerable focus on manpower and skill-set development – there are 54
engineering, 106 diploma colleges with over 82,000 seats and 253 ITI
institutes. The state has also initiated a model of skill formation training
with industries.

46
 Chapter 3

Product Profile (Major Products)

47
Two Wheeler: There are two types of Two Wheeler

1) Bike
2) Moped

Two Wheeler is the most used in india in automobiles. Major use of personal
public transport is Two Wheeler which can be easily purchased as it is
cheaper in rate and also easy to take and ride anywhere.

Three Wheeler: Three Wheeler or Rickshaw mainly used in public transportation

and loading goods and for service. Mainly Three Wheeler work on CNG but there
are also some three wheeler which is in need of much power to carry goods.

Four Wheeler: A car is a motor vehicle with wheel used for transportation. they run
primarily on roads, seat one to eight people, have four tires, and mainly transport
people rather than goods.

Trucks and Buses: Use to carry large amount of passengers and goods. It can
be more the four wheel depending up on the load to carry.

48
 Chapter – 2

PRIMARY STUDY

49
 Chapter 4
Introduction of the Study

50
INTRODUCTION

Suzuki Motor Corporation is a Japanese multinational corporation

headquartered in Minami-ku, Hamamatsu. Suzuki manufactures automobiles,
four-wheel drive vehicles, motorcycles, all-terrain vehicles (ATVs), outboard
marine engines, wheelchairs and a variety of other small internal combustion
engines. In 2016, Suzuki was the eleventh biggest automaker by production
worldwide. Suzuki has over 45,000 employees and has 35 production facilities in
23 countries and 133 distributors in 192 countries. The worldwide sales volume
of automobiles is the world's tenth largest, while domestic sales volume is the
third largest in the country. Suzuki’s domestic motorcycle sales volume is the
third largest in Japan.

Suzuki Motor Corporation was established around 75 years ago. Suzuki

Motor Corporation is a pioneer and market leader in small car manufacturing
segment in Japan. Further, it is also a market heavy weight in motorcycle
manufacturing sector.

The company ranks 3rd overall after Honda motors and Yamaha motors.
The company rose to pinnacle of success by providing designs, value-packed
services and quality products to the customers world over. Its mini car section
rolled out innovative yet economical passenger car for the masses. The company
operates in more than 190 countries across the world. Furthermore, the company
is aggressively into motor sports. Suzuki Motor Corporation has forged joint
ventures with a number of international players, to make cars. Its prominent
international partners are General Motors and Maruti Udyog Limited, India.

Suzuki Motor Corporation Indian partner - Maruti Udyog is India's leading

maker of cars in India and shares more than 50% of car market in India. The
company, in technological partnership with Suzuki Motors Corporation,
manufactures models such as the Zen, Alto, and Gypsy. Maruti acts as a
manufacturing hub for the international market. The model Alto is exported to
many European countries. Maruti has four manufacturing units near New Delhi,
India. Maruti produces around 350,000 cars annually.

51
 Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is
an automobile manufacturer in India. It is a 56.21% owned subsidiary of the
Japanese car and motorcycle manufacturer Suzuki Motor Corporation. As of
July 2018, it had a market share of 53% of the Indian passenger car market.
Maruti Suzuki manufactures and sells popular cars such as the Ciaz, Ertiga,
Wagon R, Alto K10, Swift, Celerio, Swift Dzire, Baleno and Baleno RS, Omni,
Alto 800, Eeco, Ignis, S-Cross. The company is headquartered at New Delhi. In
May 2015, the company produced its fifteen millionth car.

Based in Gurgaon, Harayana, Maruti Suzuki India Limited is an Indian

automobile manufacturer that is a subsidiary of Japanese automaker Suzuki
Motor Corporation. Maruti Suzuki produced 1,133,695 units between 1 April 2011
and 30 March 2012. The Suzuki Motor Corporation owns 54.2% of Maruti Suzuki
and the rest is owned by various Indian public and financial institutions. The
company was incorporated in 1981 and is listed on the Bombay Stock Exchange
and National Stock Exchange of India.

Maruti Suzuki was born as a Government of India-led company named

Maruti Udyog Limited, with Suzuki as a minor partner, to make lower priced cars
for middle class Indians. Over the years, the product range has widened and
ownership has changed hands as the customer has evolved.

Maruti Suzuki offers models ranging from the Maruti 800 to the premium
sedan Maruti Suzuki Kizashi and luxury SUV Maruti Suzuki Grand Vitara. Maruti
800 was the first model launched by the company in 1983 followed by mini-van
Maruti Omni in 1984. Maruti Gypsy, launched in 1985, came into widespread use
with the Indian Army and Indian Police Service becoming its primary customers.
The short-lived Maruti 1000 was replaced by Maruti Esteem in 1994.

Maruti Zen, launched in 1993, was the company's second compact car
model. The company went on to launch another compact car Maruti Wagon-R

52
followed by Maruti Baleno in 1999. It was later replaced by the Suzuki SX4. The
SX4 further was replaced by Ciaz.

In 2000, Maruti Alto was launched. The Maruti models include Maruti
Suzuki Grand Vitara, launched in 2003, Maruti Versa, launched in 2004, Maruti
Suzuki Swift, launched in 2005, Maruti Zen Estilo and Maruti Suzuki SX4,
launched in 2007.

On 14 February 2011, Maruti announced that it had achieved one million

total accumulated production volume of the Alto. The Alto has reached the million
units mark in just seven years and five months since its launch in September
2000. The last half of the million was achieved in 25 months. The Alto became
the third car by Maruti Suzuki stable to cross the million units mark, following the
Maruti 800 and the Omni.

In January 2012 at the New Delhi Auto Expo, Maruti presented a new car
called the Maruti Suzuki XA Alpha, to commence production in mid-late 2013.
Maruti Suzuki unveiled the Vitara Brezza in the Indian Auto Expo 2016 as a
contender in the compact SUV segment.

Maruti Exports Limited is Maruti's exporting subsidiary and, as such, does

not operate in the domestic Indian market except in its capacity as an exporter
for Maruti Suzuki and for the international Suzuki Motor Corporation as well as
their other affiliates. The first commercial consignment of 480 cars were sent to
Hungary. By sending a consignment of 571 cars to the same country, Maruti
crossed the benchmark of 3,000,000 cars. Since its inception export was one of
the aspects the government has been keen to encourage.

53
American Suzuki Motor Corp.

American Suzuki headquarters is in Brea, California. The company

announced in November 2012 that it would stop selling cars in the United States.

Through an agreement with General Motors, Suzuki began selling a version of

their Suzuki Cultus in the United States as the Chevrolet Sprint in 1985. This
model was initially sold as a 3-door hatchback and would be Chevrolet's smallest
model.

The Samurai was also introduced in 1985 for the 1986 model year and
was the first car introduced to the United States by the newly created American
Suzuki Corp. No other Japanese company sold more cars in the United States in
its first year than Suzuki. The Samurai was available as a convertible or hardtop
and the company slogan was Never a Dull Moment. The Samurai was successful
until Consumer Reports alleged the Samurai of being susceptible to roll over in a
1988 test. This led to a much publicized 1996 lawsuit, not settled until 2004.

In 1989, American Suzuki introduced the Swift which was the 2nd
generation Suzuki Cultus. The Swift was available as a GTi and GLX hatchback
with a 4-door sedan following in 1990. A new small SUV called the Sidekick was
also introduced in 1989. 1991 saw the introduction of the 4-door Suzuki Sidekick,
the first 4-door mini-SUV in North America. The Swift and Sidekick were cousins
to GM's Geo Metro and Geo Tracker and were mostly produced in Ingersoll,
Ontario, Canada by Suzuki and GM's joint venture, CAMI. The Swift GT/GTi and
4-door models were imported from Japan. Negative evaluations from Consumer
Reports of the Suzuki Samurai led to some temporary setbacks at American
Suzuki as annual sales in the following years dropped to below 20,000 units.

In 1995, American Suzuki introduced the Esteem and redesigned the

Swift. The Swift GT was dropped and this version Swift was specific only to North
America where it was built at CAMI. These models were the first Suzuki vehicles
to be marketed in North America with dual front airbags. A station wagon version

54
of the Esteem was introduced in 1996. Worldwide Suzuki production reached
more than 975,000 cars this year.

Also in 1996, American Suzuki released the 2-door SUV X-90 and a
revised Sidekick Sport model with dual airbags, a 95 hp (71 kW) 1.6 liter engine,
15 inch wheels. The Sidekick was replaced by the Vitara and the Grand Vitara for
1999. The Grand Vitara would be Suzuki's first model with a V6-cylinder engine
and available 4-wheel ABS brakes.

The XL-7 was introduced in 1998 as a stretched version of the Grand

Vitara. The XL-7 had a larger 2.7 liter V6-cylinder engine and 3-row seating. This
would be Suzuki's largest vehicle to date.

The Swift was dropped from the model lineup in 2001 and the Esteem was
replaced in 2002 by the new Aerio, which was offered as a 4-door sedan and 5-
door crossover with 4-wheel drive as an option.

In 2004, General Motors and Suzuki jointly purchased the bankrupt

Daewoo Motors renaming the venture GMDAT. American Suzuki rebadged the
compact Daewoo Nubira/Daewoo Lacetti as the Forenza and the mid-size
Daewoo Magnus as the Verona. The Forenza gained station wagon and
hatchback body style in 2005, with the hatchback sold under the Reno name.

2006 was the first year American Suzuki sold more than 100,000 vehicles
in the United States. Suzuki redesigned the Grand Vitara in 2006 as well as
introduced the all-new Suzuki SX4 and Suzuki XL7 in 2007. The Suzuki SX4 is
produced as a joint venture with Fiat and the XL7 (notice the shortening of the
name from Grand Vitara XL-7) was produced as a joint venture with GM at CAMI
Automotive Inc. in Ingersoll. Suzuki put XL7 production on indefinite hiatus in
mid-2009 due to low demand and subsequently sold off its share of CAMI back to
GM later that year.

Despite a difficult domestic US auto market, Suzuki kept pace with its
2007 sales numbers in 2008. In 2009 however, Suzuki sales dropped 48.5%,
following a 17% sales drop in 2008. Suzuki did not import any 2010 model year

55
street motorcycles into the US, with dealers instead relying on unsold stock from
the 2009 model year. New street motorcycle models to the US resumed for the
2011 model year.

In November 2012, Suzuki announced that its US division would file for
bankruptcy and would stop selling automobiles in the United States. It plans to
continue to sell motorcycles, ATVs, and marine products in the US. In ten months
of 2012, Suzuki only sold 21,188 automobiles in the US. The combination of a
strong yen and Suzuki's own limited offering of models has been blamed for the
downturn.

56
History

In 1909, Michio Suzuki (1887–1982) founded the Suzuki Loom Works in

the small seacoast village of Hamamatsu, Japan. Business boomed as Suzuki
built weaving looms for Japan's giant silk industry. In 1929, Michio Suzuki
invented a new type of weaving machine, which was exported overseas. The
company's first 30 years focused on the development and production of these
machines.

Despite the success of his looms, Suzuki believed that his company would
benefit from diversification and he began to look at other products. Based on
consumer demand, he decided that building a small car would be the most
practical new venture. The project began in 1937, and within two years Suzuki
had completed several compact prototype cars. These first Suzuki motor vehicles
were powered by a then-innovative, liquid-cooled, four-stroke, four-cylinder
engine. It had a cast aluminum crankcase and gearbox and generated 13
horsepower (9.7 kW) from a displacement of less than 800cc.

With the onset of World War II, production plans for Suzuki's new vehicles
were halted when the government declared civilian passenger cars a "non-
essential commodity." At the conclusion of the war, Suzuki went back to
producing looms. Loom production was given a boost when the U.S. government
approved the shipping of cotton to Japan. Suzuki's fortunes brightened as orders
began to increase from domestic textile manufacturers. But the joy was short-
lived as the cotton market collapsed in 1951.

Faced with this colossal challenge, Suzuki returned to the production of

motor vehicles. After the war, the Japanese had a great need for affordable,
reliable personal transportation. A number of firms began offering "clip-on" gas-
powered engines that could be attached to the typical bicycle. Suzuki's first two-
wheeled vehicle was a bicycle fitted with a motor called, the "Power Free."
Designed to be inexpensive and simple to build and maintain, the 1952 Power
Free had a 36 cc, one horsepower, two-stroke engine. The new double-sprocket

57
gear system enabled the rider to either pedal with the engine assisting, pedal
without engine assist, or simply disconnect the pedals and run on engine power
alone. The patent office of the new democratic government granted Suzuki a
financial subsidy to continue research in motorcycle engineering.

By 1954, Suzuki was producing 6,000 motorcycles per month and had
officially changed its name to Suzuki Motor Co., Ltd. Following the success of its
first motorcycles, Suzuki created an even more successful automobile: the 1955
Suzuki Suzulight. The Suzulight sold with front-wheel drive, four-wheel
independent suspension and rack-and-pinion steering, which were not common
on cars until three decades later. Volkswagen held a 19.9% non-controlling
shareholding in Suzuki between 2009 and 2015. An international arbitration court
ordered Volkswagen to sell the stake back to Suzuki. Suzuki paid $3.8bn to
complete the stock buy-back in September 2015.

Leadership:

The company was founded by Michio Suzuki; its current Chairman is

Osamu Suzuki, the fourth adopted son-in-law in a row to run the company,

Timeline:

The Suzuki Loom Company started in 1909 as a manufacturer of looms

for weaving silk and cotton. Michio Suzuki was intent on making better, more
user-friendly looms and, for 30 years his focus was on the development of these
machines. Michio's desire to diversify into automotive products was interrupted
by World War II. Before it began building four-stroke engines, Suzuki Motor Corp.
was known for its two-stroke engines (for motorcycles and autos). After the war,
Suzuki made a two-stroke motorized bicycle, but eventually the company would
be known for Hayabusa and GSX-R motorcycles, for the QuadRunner, and for
dominating racetracks around the world. Even after producing its first car in 1955

58
the company didn't have an automobile division until 1961. Today Suzuki is
among the world's largest automakers, and a major brand name in important
markets, including Japan and India, but no longer sells cars in North America.

Indian Market

Maruti Suzuki's headquarters is in New Delhi, Delhi. Maruti Suzuki has a

revenue of $11.4B, and 34,515 employees.

Maruti Suzuki has 1,820 sales outlets across 1,471 cities in India. The
company aims to double its sales network to 4,000 outlets by 2020. It has 3,145
service stations across 1,506 cities throughout India. Maruti's dealership network
is larger than that of Hyundai, Mahindra, Honda, Tata, Toyota and Ford
combined. Maruti Suzuki regains 54% market share in November

At a time when the auto industry is grappling with high interest rates,
liquidity crunch, rise in upfront insurance cost, surge in manufacturing cost and
negative consumer sentiments, Maruti posted an increase of around 5 per cent in
domestic sales at 143,890 units in November as against 135,948 units in October
this year.

Contrary to the slump in passenger vehicle sales post July this year,
Maruti Suzuki has recovered its wholesale market share to 54% last month, after
plummeting to as low as 48.4% in October.

While the passenger vehicle wholesales fell by around 4% in November

with major carmakers such as Hyundai, Honda Cars and Ford India reporting
negative sales.

At a time when the auto industry is grappling with high interest rates,
liquidity crunch, rise in upfront insurance cost, surge in manufacturing cost and
negative consumer sentiments, Maruti posted an increase of around 5 per cent in
domestic sales at 143,890 units in November as against 135,948 units in October
this year.

59
Table: Domestic Sales and market share (2018)

Companies October Market November Market

Share Share

Maruti Suzuki 135,948 48% 143,890 54%

Hyundai 52,001 18% 43,709 16.4%

Honda 14,233 5% 13,006 4.8%

Mahindra & 24,056 8.46% 16,191 6%

Mahindra

Tata Motors 19,539 6.8% 18,226 6.8%

Ford 9,044 3.1% 6,375 2.3%

Toyota Kirloskar 12,606 4.4% 10,721 4%

Motors

Suzuki Motorcycle

Suzuki started manufacturing motorcycles in 1952, the first models being

motorized bicycles. From 1955 to 1976, the company manufactured motorcycles
with two-stroke engines only, the biggest two-stroke model being the water-
cooled triple-cylinder GT750.

60
 A large factor in Suzuki's success in two-stroke competition was the East
German Grand Prix racer Ernst Degner, who defected to the West in 1961,
bringing with him expertise in two-stroke engines from the East German
manufacturer MZ. The secrets Degner brought with him were the work of Walter
Kaaden, who combined three crucial technologies for the first time: the boost
port, the expansion chamber, and the rotary valve.

Suzuki hired Degner, and he won the 50 cc class FIM road racing World
Championship for them in the 1962 season. Suzuki became the first Japanese
manufacturer to win a motocross world championship when Joel Robert won the
1970 250 cc title. In the 1970s, Suzuki established themselves in the motorcycle
racing world with Barry Sheene and Roger De Coster winning world
championships in the premier 500 cc division in road racing and motocross
respectively.

In 1976 Suzuki introduced its first motorcycles since the Colleda COX of
the 1950s with four-stroke engines, the GS400 and GS750.

In 1994, Suzuki partnered with Nanjing Jincheng Machinery to create a

Chinese motorcycle manufacturer and exporter called Jincheng Suzuki.

Suzuki continued to compete in MotoGP and last won the title in the 2000
season. From 2006 to 2011, the team was sponsored by Rizla and was known
as Rizla Suzuki MotoGP team. On 18 November 2011, Suzuki announced that
the GP racing was suspended, partly due to natural disasters and recession, until
2014. Suzuki returned to MotoGP in 2015.

In addition Suzuki have recorded a total of 93 victories at the Isle of Man

TT Races. Suzuki have also taken the runner up spot in the various race
categories 100 times and a total 92 third places.

61
Suzuki Motorcycle India, Private Limited:

Suzuki Motorcycle India, Private Limited (SMIL) is the wholly owned Indian
subsidiary of Suzuki, Japan. The company has a manufacturing plant at
Gurgaon, Haryana having the annual capacity of 5,40,000 units.

Since 1985, Suzuki has shared or produced automobiles for other manufacturers
around the world.

Event sponsorship:

Suzuki is a major sponsor of luge, biathlon, and cross country skiing

sporting events. They are also the current title sponsor of ASEAN Football
Championship, English League Two club Milton Keynes Dons and Italian Serie A
club Torino.

Suzuki in Gujarat:

The country's largest car maker Maruti Suzuki India (MSI) plans to add
another 750,000 units manufacturing capacity from three production lines in
Gujarat plant by 2020, taking the total capacity to over 2.25 million units a year, a
top company official said today.

The company, which already has a market share of over 50 per cent in the
domestic passenger vehicle segment, is also initiating process to study ways to
further expand production capacity beyond 2.25 million units per annum after
2020.

The first assembly line of Suzuki-owned Hansalpur (Gujarat) plant has

already started rolling out products. It has a production capacity of 250,000 units
per annum.

62
 The second production line with similar 250,000 production capacity, is
expected to be complete by this year-end, MSI Managing Director and CEO
Kenichi Ayukawa said. After that we are planning a third factory. Maybe it is
coming around 2020, he added.

Ayukawa said the company plans to have around 5,000-6,000 workforce

at three units. He was speaking on the sidelines of the passing out of the first
batch of Japan-India Institute for Manufacturing (JIM) at Ganpat Vidyanagar,
Mehsana.

MSI already has a production capacity of 1.5 million units per annum
across its two plants at Gurgaon and Manesar. "First we will try 2 million total
sales, including exports. After that we will target 2 million unit sales in the
domestic market only," Ayukawa said elaborating on the 2020 sales plan.

On capacity expansion beyond 2020, he added: "I believe 2.25 million

capacity could be enough but after 2020 and 2021 how we are going to manage
our business expansion that we have to start a study for a long term plan".

Over 250 students graduated from Japan-India Institute for Manufacturing

(JIM) at Ganpat Vidyanagar, Mehsana on Wednesday. The institute is part of
Maruti Suzuki's corporate social responsibility initiatives for skill development.

JIM is a result of the collaboration between India and Japan to create a

pool of 30,000 skilled man-powers for manufacturing in India. MSI has invested
over Rs 60 million in setting up and running the JIM.

"Blessed by the Prime Ministers of India and Japan, JIM at Mehsana is a

step to equip youngsters in Gujarat with skills that are directly connected with the
growing manufacturing industry," Ayukawa said.

63
Table: Best Selling Passenger Vehicles

Models H1FY17 H1FY18 % Change

Alto 1,20,720 1,32,380 9.7
DZire 99,740 1,10,200 10.5
Baleno 54,940 93,790 70.7
Swift 80,750 89,790 11.2
WagonR 86,930 87,340 0.5
Grand i10 71,703 75,709 5.6
Vitara Brezza 50,850 74,220 46
Elite i20 51,061 59,538 16.6
Creta 47,923 54,032 12.7
Celerio 43,030 46,030 7
Source: Industry

Maruti Suzuki, the pioneer in India’s personaltransport industry,

strengthened its leadership credentials this financial year, with five of its top-
selling models monopolizing the domestic leader-board for the first time in a
decade. Supported by product interventions, accelerated network-expansion
programmes, and improved services, the local unit of the Japanese carmaker
dominated rivals in an intensely competitive and price-sensitive market.

Small car Alto continued to lead the charts with sales of 132,380 units
between April and September 2017, followed by DZire, Baleno, Swift and
WagonR. Overall, Maruti Suzuki occupied seven of the top-ten spot

Small car Alto continued to lead the charts with sales of 132,380 units
between April and September 2017, followed by DZire, Baleno, Swift and
WagonR. Overall, Maruti Suzuki occupied seven of the top-ten spots.

VG Ramakrishnan, managing partner at Avanteum Partners LLP, said:

“Maruti Suzuki’s recent launches Baleno and Brezza have given the company
success in segments it was earlier not present. Despite increased competition,
64
the company today has products across the Rs 3-10 lakh spectrum and
leadership position in most of the segments. This shows that it has been able to
consolidate and build on its brand strength.” Korean rival Hyundai Motor India
Limited (HMIL) is the only other manufacturer that m anaged to counter Maruti’s
competition and feature in the top-ten list.

In response to a query from ET, a spokesperson at Hyundai said: “Grand

i10, Elite i20 and Creta are trendsetters and winners…. Their continued success
has further strengthened Hyundai’s position as a premium car manufacturer in
India.” Maruti Suzuki, the largest and most profitable subsidiary of Japan’s
Suzuki Motor Corp (SMC), accounted for one out of every two passenger
vehicles sold in the Indian market in the first six months of the fiscal year.

The company’s market share stood at 50.4 per cent. Maruti Suzuki’s closest
rivals Hyundai Motor India and Mahindra & Mahindra (M&M) had market shares
of 16.2 per cent and 7.4 per cent, respectively, in the domestic market. Maruti
Suzuki held on to its dominant position with a share of 56.6 per cent in the
passenger car space with new launches such as Baleno, and Ciaz.

Separately, the Vitara Brezza has given it runaway success in the utility
vehicle segment. Maruti Suzuki holds a share of 28.24 per cent in the utility
vehicle segment, ahead of M&M that had a 26.04 per cent share. In the first six
months of the financial year, Maruti Suzuki outpaced the industry both in output
and sales. The company’s wholesale volumes in the local market went up by
16.62 per cent to 822,475 units between April and September 2017.

65
Literature Review

Abhijeet Singh (2011): Tata Motors uses a customer relationship management

and dealer management system (CRM-DMS) which integrates one of the largest
applications in the automobile industry, linking more than 1200 dealers across
India.CRM DOS has helped Tata Motors to improve its inventory management,
tax calculation and pricing. This system has also proved to be beneficial to
dealers because it has reduced their working capital cost.

Arvind Saxena (2010): Director and Board member (marketing and sales),
Hyundai Motor India (HMIL) “No company in automobile sector can fight
competition on price. Companies need to have the right product, distribution,
CRM and after sales service network to grow.

Chapter – 3

Research Methodology

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WHAT IS A RESEARCH?

Research is a careful and detailed study of a specific problem, concern, or issue

using the specific logical method. Research is a systematic inquiry to describe,
explain, predict and control the observed phenomenon. Research is a process of
investigation. An examination of a subject from different points of view.

Generally, research is the organized and systematic method of finding answers

to questions. It is systematic because it is a process broken up into clear steps
that lead to conclusions. Research is organized because there is a planned
structure or method used to reach the conclusion. Research is only successful if
the answers are honestly accepted, whether they are likeable or not.

RESEARCH METHODOLOGIES

Research methods can be defined as “a systematic and scientific

procedure of data collection, compilation, analysis, interpretation, and implication
pertaining to any business problem”

While conducting this study to determine the ”Consumer Satisfaction

for after sales service of Suzuki”, involved the use of survey research design
whereby 101 Suzuki automobile users were asked to participate in the collection
of primary data. Primary data collection was facilitated by the use of

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questionnaire that was later coded and converted into graphical formats for its
analysis.

68
GENERAL CLASSIFICATION OF RESEARCH METHODOLOGIES

Types of research methods can be broadly divided into -

Quantitative research describes infers, and resolves problems using numbers.
Emphasis is placed on the collection of numerical data, the summary of those
data and the drawing of inferences from the data.
Qualitative research, on the other hand, is based on words, feelings, emotions,
sounds and other non-numerical and unquantifiable elements. It has been noted
that information is considered qualitative in nature if it cannot be analyzed by
means of mathematical techniques.
This study is based on quantitative research wherein it is determined that how
much percentage of public and private banks’ employees agree to a particular
statement.

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CLASSIFICATION ACCORDING TO THE NATURE OF RESEARCH
Types of the research methods according to the nature of research can be
divided into –
Descriptive research usually involves surveys and studies that aim to identify the
facts. In other words, descriptive research mainly deals with the “description of
the state of affairs as it is at present and there is no control over variables in
descriptive research”.
Analytical research, on the other hand, is fundamentally different in a way that
“the researcher has to use facts or information already available and analyze
these in order to make a critical evaluation of the material”.
This study is based on descriptive nature as survey is conducted to reach
conclusion.

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RESEARCH DESIGN
A research design is a systematic approach that a researcher uses to conduct a
study. It is the overall synchronization of identified components and data resulting
in an outcome.

CLASSIFICATION OF THE RESEARCH METHODS ON THE BASIS OF

RESEARCH DESIGN
In the simplest terms, research design can be defined as a general plan about
what you will do to answer the research question.
Research design can be divided into-
Exploratory and conclusive research.
Exploratory research, according to its name merely aims to explore specific
aspects of the research area. Exploratory research does not aim to provide final
and conclusive answers to research questions unlike the conclusive research
which provides answers to the research questions.
This study provides answers to the objectives set and hence is a conclusive
research study.

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SOURCE OF DATA AND DATA COLLECTION METHOD
Data collection is a standout amongst the most essential stages in carrying on a
research. Data collection begins with figuring out what sort of data is needed,
followed by the collection of a sample from a certain section of the population.
Normally, data is gathered from two sources namely primary and secondary.
Data gathered through perception or questionnaire review is primary data
collection. "Primary data" can be referred to as the data collected by the
researcher himself/herself. This is data that has never been gathered before,
whether in a particular way, or at a certain period of time.
Secondary data is the data acquired from optional sources like magazines,
books, documents, journals, reports, the web and more.
The data in this study regarding the level of motivation and its comparison in a
public (SBI) and private (AXIS) sector bank is done with the help of questionnaire
which is filled by the employees working in these respective banks. This is a
primary study which compares the recent level of motivation in the public and
private banking sector.

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POPULATION

While taking up a research, a population is a set of similar items or events which

is of interest for some research question or experiment. A population is a group
of existing objects. The common aim of research analysis is to produce
information about some chosen population.

A research population is also known as a well-defined collection of individuals or

objects known to have similar characteristics. All individuals or objects within a
certain population usually have a common, binding characteristic or trait.

This study is aimed at a population that covers all the public and private sector
banks of Ahmedabad. Banking employees currently working in public and private
sector banks in Ahmedabad city are targeted to find out and compare their
motivation levels. To note, cooperative banks of Ahmedabad city are not taken
into consideration into this study’s population.

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WHAT IS SAMPLING?
Sampling is a process used in statistical analysis in which a predetermined
number of observations are taken from a larger population. The methodology
used to sample from a larger population depends on the type of analysis being
performed and may include simple random sampling or systematic sampling.

The sample should be a representation of the entire population. While taking a

sample from a larger population, it is important to consider how the sample is
chosen. To get a representative sample, the sample must be drawn randomly
and encompass the whole population.

SAMPLING METHODS
There are several different sampling techniques available.
1. Simple random sampling

In this case each individual is chosen entirely by chance and each member of the
population has an equal chance, or probability, of being selected.

2. Systematic sampling

Individuals are selected at regular intervals from a list of the whole population.
The intervals are chosen to ensure an adequate sample size. This is often
convenient and easy to use, although it may also lead to bias for reasons
outlined below.

3. Stratified sampling

In this method, the population is first divided into sub-groups (or strata) who all
share a similar characteristic. It is used when we might reasonably expect the
measurement of interest to vary between the different sub-groups. The study
sample is then obtained by taking samples from each stratum.

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In a stratified sample, the probability of an individual being included varies
according to known characteristics, such as gender, and the aim is to ensure that
all sub-groups of the population that might be of relevance to the study are
adequately represented.

4. Clustered sampling

In a clustered sample, sub-groups of the population are used as the sampling

unit, rather than individuals. The population is divided into sub-groups, known as
clusters, and a selection of these are randomly selected to be included in the
study. All members of the cluster are then included in the study.

5. Quota sampling

This method of sampling is often used by market researchers. Interviewers are

given a quota of subjects of a specified type to attempt to recruit. For example,
an interviewer might be told to go out and select 20 adult men and 20 adult
women, 10 teenage girls and 10 teenage boys so that they could interview them
about their television viewing.

6. Convenience sampling

Convenience sampling is perhaps the easiest method of sampling, because

participants are selected in the most convenient way, and are often allowed to
choose or volunteer to take part. Good results can be obtained, but the data set
may be seriously biased, because those who volunteer to take part may be
different from those who choose not to.

7. Snowball sampling

This method is commonly used in social sciences when investigating hard to

reach groups. Existing subjects are asked to nominate further subjects known to
them, so the sample increases in size like a rolling snowball.

75
This research study is done by simple random sampling wherein employees of
SBI and AXIS bank of Ahmedabad city are requested to fill questionnaires in
order to study their level of motivation and compare to find out whether public or
a private sector banks’ employees are more motivated.

76
SAMPLE SIZE OF THIS STUDY

This study has been conducted by distributing questionnaires and getting

answers to a sample size of 30 employees working in SBI (public sector bank)
and to 30 employees working in AXIS (private sector bank), from branches of SBI
in Ahmedabad city like Prernatirth road branch, Vejalpur branch and Anandnagar
branch. Branches of AXIS in Ahmedabad city include Vastrapur branch and
Panchvati branch and further comparing their motivational levels to determine
which sector employees can be considered to be the most motivated ones at
their own respective work places in the banking industry. So this study has the
sample size of overall 60 employees.

REASONS BEHIND THIS STUDY BEING CONDUCTED WITH THE

HELP OF A QUESTIONNAIRE
A particular number of people can be reached relatively easily and economically.
A standard questionnaire provides quantifiable answers for a research topic.

Questionnaire is economical both for the sender and for the respondent in time,
effort and cost.

Compared to other methods like schedule, interview or observation,

questionnaire method is regarded as more useful and cheap, where the repetitive
information has to be collected at regular interval.

It helps in focusing the respondent’s attention on all the significant items. As it is

in a written form, its standardized instructions for recording responses ensure
uniformity.

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Objectives for the Study:

Following are the objectives of this research study:

 To identify how the reasons which are influencing customer satisfaction.

(Reasons: Time, Type, Distance towards Service centre, Price Comfort,
Rate and Competition).
 To study how much the purchase experience affects consumer
satisfaction.
 To study how after sales service affects consumer satisfaction
 To study the relation between satisfaction and loyalty.

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 1. Research Instrument:
In this study the research instruments are personal observation &
questionnaire. The questionnaire consists of set of questions presented to
respondents & discussion done on the prevailing practices to lessen the
grievances, also the questionnaire is structured and has open as well as close
ended questions.

79
Sample questionnaire

80
81
82
83
Data Analysis

84
1) What are the ages of the user of The Suzuki users?

 As we observe the above chart, maximum number of The Suzuki users to

respond the survey are from 12-40 and above years. Also 74.3 % of the
users are of the age group of 19-25 years, which is the maximum number
of population of the age group using Suzuki.
 Whereas,
· 13.9% are the age group from 26-32,
· 5% are the age group from 32-40,
· 4% are the age group from 40 and Above,
· 3% are the age group from 12-18,

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2)

 As we observe the above chart, maximum numbers of the Suzuki

Automobile users are of Two Wheeler are greater than user of Four
Wheeler.
 The Percentage of Two Wheeler users are 89.1%. Whereas, The
Percentage of Four Wheeler user are less, 57.4%.
 Comparing both Two Wheeler and Four Wheeler, we come into the
conclusion that Two Wheeler is more used then of Four Wheeler.

Four
Wheeler
39%
Two
Wheeler
61%
 As we observe the pie chart,
61% are the users of Two Wheeler and
39% are the users of Four Wheeler.

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 3)

- As we observe the chart, most of the population under the survey uses
Moped with 65.3%, which is the most, used Two Wheeler.
- Whereas, Sports Bikes are the second most with 27.6%, and Cruiser Bike
with 20.4%, Dual Purpose Motorbikes with 17.3%, Touring Bikes with
15.3%, Sports Touring with 14.3% with the least use.

Dual  Here in the shown pie

Purpose use in % chart, percentages of the Two
Motorbike Wheeler are shown.
s
Sports 11%  Where, Moped stands
Touring with 41%, Cruiser Bikes with
Bike 12%, Sports Bike with 17%,
9%
Touring Bike with 10%, Sports
Moped Touring Bike with 9%, and
Touring 41% Dual Purpose Motorbikes with
Bike
11%.
10%

Sports
Bike Cruiser
17% Bikes
12%

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4)

· As we observe the chart, most of the population under the survey uses
Sedan Cars with 43 number of population in total 93 population
responses.

· As we observe the
pie chart, Sedan cars are
the most used cars with
26% in the population.
Convertible
9%
Coupe Hatchback · Whereas, Hatchback
8% 24% with24%, SUV with 21%,
Crossover with 10%,
Crossover Convertible with 9%, Coupe
10% with 8%, and MPV with 2%.

SUV Sedan
21% 26%

MPV
2%

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5)

- As the above pie chart Shows longevity of the customers using the
automobile of Suzuki.
- In the population, people with lesser time then of 5 years have been the
consumers of the Suzuki Automobiles are more with 52.5%.
- Many of the happy customers or satisfied customers stables for 6-10
years or more the 10 years with 38.6% and 8.9% of the population.

89
6)

- As we observe the pie chart above, consists of the behavior of the

consumer after the sales service of the Suzuki Automobile.
- The behavior of the consumer with 60.4% of the population is ‘Good’.
- Whereas, 17.8% of the population has an ‘average’ image for the after
sales service of the Suzuki Automobile.
- 14.9% of population finds Suzuki Automobile’s sales services ‘Excellent’.
- Remaining 6.9% of population found it negative comments with ‘Not
Satisfied’ and ‘Worst’.

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7)

- As we observe the pie chart given above, gives the information about the
distance of the service centre from the house or any living location.
- The above chart shows that 62.4% of populations stay under 5 km from
the service centre.
- It also tells about that 37.6% of the population leaves far from the service
centre with more than 6 km of distance.

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8)

- As shown in the above pie chart, the price evaluation of the new Vehicle in
Suzuki. This is measured in terms of behavior and the value for the
product.
- In the given chart 69.3% of population got it in balanced price which can
be noted as affordable.
- The chart also expresses that, 16.8% of population finds it cheaper in rate.
- Whereas, 13.9% of population thinks it has high rate.

92
9)

- The above pie chart defines the present image of the Suzuki Automobile
Industry by providing information about the response of competition about
the new launched vehicle from Suzuki Automobile Industry.
- The response shows very positive impact on the public’s mind that shows
85.1% thinks that Suzuki Automobile Industry would give a tough
completion in new launching of vehicles.
- Whereas, 14.9% of population thinks that it could not give competition in
the Automobile Industries.

93
10)

- As shown in the pie chart, consumer’s behavior, satisfaction and Image of

people of Suzuki Automobile Industry in Automobiles Industries binds its
position.
- In the chart it is shown that, 55.4% of population rates Suzuki Automobile
average as Rate-3.
- 26.7% of the population gave Rate-4 for Suzuki Automobiles.
- Rest 6.9% for Rate-5, 4% for Rate-1, and 6.9% for Rate-2.

94
Summary & conclusion

95
Summary

 As observed in the first response, maximum number of The Suzuki users

to respond the survey are from 12-40 and above years. Also 74.3 % of
the users are of the age group of 19-25 years, which is the maximum
number of population of the age group using Suzuki. Whereas,
· 13.9% are the age group from 26-32,
· 5% are the age group from 32-40,
· 4% are the age group from 40 and Above,
· 3% are the age group from 12-18,

 As observe in the second response, maximum numbers of the Suzuki

Automobile users are of Two Wheeler are greater than user of Four
Wheeler. The Percentage of Two Wheeler users are 89.1%. Whereas,
The Percentage of Four Wheeler user are less, 57.4%. Comparing both
Two Wheeler and Four Wheeler, we come into the conclusion that Two
Wheeler is more used then of Four Wheeler.

 As we observe in the third response, most of the population under the

survey uses Moped with 65.3%, which is the most, used Two Wheeler.
Whereas, Sports Bikes are the second most with 27.6%, and Cruiser Bike
with 20.4%, Dual Purpose Motorbikes with 17.3%, Touring Bikes with
15.3%, Sports Touring with 14.3% with the least use.

 As observe the fourth response, most of the population under the survey
uses Sedan Cars with 43 number of population in total 93 population
responses. As we observe the pie chart, Sedan cars are the most used
cars with 26% in the population. Whereas, Hatchback with24%, SUV with
21%, Crossover with 10%, Convertible with 9%, Coupe with 8%, and MPV
with 2%.

96
 As observing the fifth response, that shows longevity of the customers
using the automobile of Suzuki. In the population, people with lesser time
then of 5 years have been the consumers of the Suzuki Automobiles are
more with 52.5%. Many of the happy customers or satisfied customers
stables for 6-10 years or more the 10 years with 38.6% and 8.9% of the
population.

 As we observe sixth response, consists of the behavior of the consumer

after the sales service of the Suzuki Automobile. The behavior of the
consumer with 60.4% of the population is ‘Good’. Whereas, 17.8% of the
population has an ‘average’ image for the after sales service of the Suzuki
Automobile. 14.9% of population finds Suzuki Automobile’s sales services
‘Excellent’. Remaining 6.9% of population found it negative comments with
‘Not Satisfied’ and ‘Worst’.

 As we observe the seventh response, gives the information about the

distance of the service centre from the house or any living location. The
above chart shows that 62.4% of populations stay under 5 km from the
service centre. It also tells about that 37.6% of the population leaves far
from the service centre with more than 6 km of distance.

 As observe the eighth response, shown in the price evaluation of the new
Vehicle in Suzuki. This is measured in terms of behavior and the value for
the product. In the given chart 69.3% of population got it in balanced price
which can be noted as affordable. The chart also expresses that, 16.8% of
population finds it cheaper in rate. Whereas, 13.9% of population thinks it
has high rate.

 As observe the ninth response, it defines the present image of the Suzuki
Automobile Industry by providing information about the response of
competition about the new launched vehicle from Suzuki Automobile
Industry. The response shows very positive impact on the public’s mind

97
 that shows 85.1% thinks that Suzuki Automobile Industry would give a
tough completion in new launching of vehicles. Whereas, 14.9% of
population thinks that it could not give competition in the Automobile
Industries.

 As observe the tenth response, consumer’s behavior, satisfaction and

Image of people of Suzuki Automobile Industry in Automobiles Industries
binds its position. In the chart it is shown that, 55.4% of population rates
Suzuki Automobile average as Rate-3. 26.7% of the population gave
Rate-4 for Suzuki Automobiles. Rest 6.9% for Rate-5, 4% for Rate-1, and
6.9% for Rate-2.

98
CONCLUSION

 It is observed that population with the age group of 19-25 start driving
vehicles.
 Maximum number of people have Two Wheeler then of having Four
Wheeler.
 People mostly have moped in Two Wheeler.
 In Four Wheeler people mostly drives Sedan cars than any other kind.
 Much of the consumer may be new or some me go but many of the
consumer remains stable as a customer or as a consumer of Suzuki
Automobiles.
 People are not much satisfied with the after sales service of Suzuki
Automobiles.
 Service stations are mostly under the limit of 5 km.
 Major people view about the price evaluation of the new vehicle in Suzuki
is ‘Balanced Price’.
 The view of the people for new launching of vehicle can give a tough
completion, people keeps a high expectation on Suzuki Automobiles.
 Some of the people suggestions for improvise the after sales services of
Suzuki are:

· Time Feasibility
· Safety Features
· Time Slot Booking
· Fast Servicing
· Improve in Betterment in Quality
· Service Reminder

 The vision for the people about Suzuki Automobile is average.

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 Bibliography

o www.globalsuzuki.com
o www.marutisuzuki.com
o www.scribd.com
o www.business.mapsofindia.com
o www.en.wikipedia.org
o www.auto.economictimes.indiatimes.com
o www.encyclopedia.com
o www.eulerhermes.com
o www.statista.com
o www.business.mapsofindia.com

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